Silicon Valley WebGuild: Mobile Advertising (click for video)
Overview
Google, Yahoo, Nokia, Admob Mobile advertising is a fast growing slice of the online marketing mix. It is expected to reach $10 Billion by 2010 according to the Mobile Marketing Association. Leading content providers, brand advertisers, and enablers are beginning to sell mobile specific campaigns. As traditional channels for advertising, like TV, radio, and print are becoming less effective, marketers are seeking new mediums to reach and engage with consumers. Join this panel of industry experts to explore the opportunities and challenges of mobile advertising.
- Will mobile change advertising in the same way as the Internet
- Could mobile advertising subsidize many mobile services (as advertising supports many TV and online services today)
- What are brand advertisers expecting to see and pay for in mobile advertising
- Do consumers want advertisements and how will it affect the user experience
- What are some of the technological issues and where are the early adoptions taking place
| Moderator: | Julie Ask VP & Research Director, Jupiter Research |
| Panelists: | Michael Bayle, General Manager, Global Monetization, Connected Life, Yahoo! Sanji Fernando, Senior Manager, Business Renewal, Nokia Ventures Omar Hamoui, CEO and Founder, AdMob DNS (Did Not Show), Google |
Before I start reporting on this it was pretty significant to note that the panelist from Google was a no show, even though the event was on the Google’s Campus. I’ve been somewhat amazed at Google’s marketing efforts don’t seem quite thorough or consistent. I have seen them at tradeshows where they have a booth, simple to recruit people, but not to market or show technology relevant to the topic of the event. But even on your own campus, you should still be able to bring out a last minute “bench warmer” who can fill in and be on the panel!
Some of my thoughts:
Mobile advertising is going to be a long time before people like Madison Avenue Agencies and Fortune 500 consider it to be a viable medium. The way to track users and build credible statistics are sorely lacking, but not at the fault of the ad networks like AdMob or Google, but more to the idea that technologies such as AJAX and Javascript are almost non-existent on mobile browsers today.
Mobile browsers need to be honed and further developed in order to make it a viable option for marketeers and brands to consider the value proposition on what current is a very inexpensive option to reach consumers.
Demographic profiles about users need to be managed carefully since privacy and usage are carefully guarded by the mobile operator and less likely to be given to those who want to profile and build meaningful statics and reports.
This is an evolving space where it will take a few years for a mature model to be accepted as part of the complete advertising and marketing package of a company.
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